Super premium beauty and personal care saw positive results recovering from the impacts of the COVID-19 pandemic already in the second half of 2020. With a more controlled pace in the growth of contagion and deaths, the gradual resumption of social interactions has supported the growth of fragrances and gifts.
E-commerce has been growing significantly and this movement makes the brands invest more in digital activations such as banners and promotions on the front page of the main e-commerce websites. Digital strategies have gained a higher percentage of a brand’s budget for communication.
Beyond online and offline presence in multibrand retailers, the main players in super premium beauty and personal care are increasingly investing in remote selling (especially via WhatsApp) and social media (eg Instagram and TikTok). Dior launched its own Brazilian e-commerce operation at the end of 2020, the brand’s first e-commerce site in Latin America.
The Brazilian operations of most luxury brands tend to absorb the innovations first implemented in Europe, North America and Asia. Independent start-ups have been advancing in the development of solutions in the direction of customisation that addresses very specific needs in consumers’ beauty and personal care.
The appeal of traditional symbols of status is making luxury distant from the younger generations who are more connected to the digital environment, streetwear, sustainability and experiences. For this reason, more luxury brands are launching make-up lines as these products are, in general, more affordable categories that can work as an entry passport to these brands’ universe.
The “phygital” reality is already in place with events combining human interaction with virtual experiences. MAC has recently launched a flagship store in New York where virtual try-ons are available using the store screens or the app on consumers’ mobile phones.
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Understand the latest market trends and future growth opportunities for the Super Premium Beauty and Personal Care industry in Brazil with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Super Premium Beauty and Personal Care industry in Brazil, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This is an aggregation of super premium colour cosmetics, super premium fragrances, super premium skin care and other super premium beauty and personal care.See All of Our Definitions
This report originates from Passport, our Super Premium Beauty and Personal Care research and analysis database.
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